UNIVERSITY MISSOURIHN. WEDNESDAY, JHY 15, 1912.
l-ni. ,(ikj ii wiwiHup ji .(gnu
Get a Missouri seal pin at Geery's
jnd take it home with you.
" ON TYPE F
Moberly Steam Laundry
E. E. CHEWNING
Henry Holborn, Pr.op.
E. F. Schwartz.
101 S. Sixth.
Coonfarc & Schwartz
Contractinc Plasterers. Estimates
KcpJir Work a Specialty.
f hone TTi G rven. Columbia, Mo.
TYPEWRITER S peed.
Simplicity, Superiority, in the
Chas. A. Harvey, Phone 403.
My shave is the best
and I won t say a
word while I m work
ing. J. G. Williams
in FoMini; Typewriters and Mechanical
Accountant Adding Mjchincs.
Prices on Typewriters $30.00 to $58.00
Prices on Adding Machines $60 to $200.00
The Quality is hich but the price is a
Adding Machine and Type
915 Locust St..
St. Louis, Mo.
Furnish your evening's
entertainment with good
Prompt attention given to
M. A. PAYNE, Mgr.
Stationer to schools and
colleges. Maker of the
highest quality invita
tions, programs, class pin
and class rings.
Sample sent upon request.
Write for our class pin
Kansas City, Missouri.
A New Ad.
It's mighty difficult to
write a new advertisement
"High Patent Flour"
because we have onlj' one
subject to harp on
Of course we always quote
reasonable prices and
prompt delivery, but quali
ty is first consideration.
MILLING & ELEVA
Graphic Arts Publishes
Article on Subject by Jos.
TELLS OF THE WORK HERE
Successful Advertising Man
Must Understand Display,
With editorial note by the
publishers that "one of the import
ant educational developments allied
to printing is the Sehool of Journal
ism of the I'niversity of Missouri,"
The Craphic Arts prints the follow
ing article liy Joseph K. Chasnoff of
the School of Journalism on adver
tising: "Any practical study of advertis
ing should consider typography, the
medium through which the advertis
er s nleas are expressed. The ad
vertisement of necessity deals with
things remote from the reader's pres
ent concerns. Yet the vital thing is
to affect the reader precisely as you
wish. The School of Experience is
teaching the advertiser that this end
may he accomplished only when ev
ery possible help and attraction of
form, of display, is used. Type talks
as type. It speaks the subtle lan
guage of suggestion. Its forms, its
boldness or delicacy, its general ar
rangement in various combinations
of sizes, may he used by the advertis
ing man to call up images, to enforce
ideas. Still, though there are bril
liant exceptions, advertising men
have down to now neglected type
study. In consequence, monstrosi
ties in type selection and in typo
graphical arrangement have been
perpetrated on a patient public suf
fering from the abuse of an innate
love for fitness.
"We of the School of Journalism
of the I'niversity of .Missouri endeav
or in teaching advertising to serve
both State and student in our study
of type. Happily there is no eonllict.
We make no pretense of turning out
finished advertising men. All we try
to do is to produce students with
keen appreciation of good advertis
ing and a knowledge of its underly
ing principles; we strive to give the
outline which experience can fill in.
It is obvious, if we produce students
with desire and ability to put art in
advertising, we serve the State. This
fact is sufficient justification for the
amount of time given to type study,
an essential element in any curricu
lum of instruction in advertising.
"Every advertiser must face the
great problem of attracting favorable
and relevant attention. Beauty is
an invitation all respond to. The ad
vertisement which is beautiful in its
general arrangement well balanced
typographically, attracts favorable
attention. Moreover, it inspires con
fidence; it is pleasing to the eye and,
therefore, has one of the necessary
elements to ease in reading, some
thing fundamental to the best adver
t'sing results. If type study is val
uable to any person, it is valuable to
the prospective advertising man,
whose work must seek readers and
compel attention! Type arrange
ment may mean bread and butter to
the advertiser. A knowledge of the
possibilities and limitations of type,
then, is of supreme importance to the
student in advertising in order to
attract favorable attention. Can
type be used to attract relevant at
tention, the second part of the ad
vertiser's first great problem?
"An experiment was recently car
ried out by one of our students in
which he flashed an advertisement
before a number of other students.
The advertisement was printed in
hold black-face liotluc. with six-
point rule border.
" 'What does it advcrtise?'the first
student asked the second.
"'Hardware,' was the immediate
reply in several cases. As a matter
of fact the advertisement was for
jewelry, for that distinctively deli
cate kind, pendants. Here was an op
portunity lost. The type was not
relevant. Its language had In en
grossly abused. The type in its let
ter combinations told of jewelry. Its
form said grindstones, or furnaces.
"Type talks as type. The adver
tiser tan reenforce his word state
ments with form statements that in
oIe that intangible though power
ful element in arousing feeling, sug
gestion. Type in its arrangement
may attract favorable attention; in
its form it may with greater advant
age attract relevant attention.
"Type study, therefore, apart
from its cultural value, has a dollars-and-cents
value for the student in
advertising. We believe we are ful
ly justified from the view point of
the state and o' the student, in de
voting considerable time and seiious
effort to a study of type."
Drawing by A. B. Chapin of
M. U.'s Hurdler Printed
in K. C. Star.
A GREAT ACTION PICTURE
Sport Writer Says "Nick"
Has Good Chance to Com
pete for America.
Automobile For Hire
The Seven passenger Mitchell Car
that Lem Morris drove is now at West's
Oarage, corner 9th and Ash street. I'hone
No. -US-black. Owner's residence phone
CLEVER STUDENTS WANTED
hor open territory on a
nice tme of Aluminum
II o usehoia tpecuiUtes.
ljm retail price. Highest
I it) in m ms ton. Uiiiu tfteti
adierUsmii work. 78
1 xtuuctifs isr uimmeraT-
(Tiijgni StM per iiioMfJi
Aluminum Products Co., La Grance. HI.
H V- '
I " IT
Fans, Lamps and all
Electrical Supplies at
PECK & CLIFFORD
22 N. 9th. FIionel82Red
12 S. 7th.
ALSO JEWELRY By Exprrts
"1. Called For, rteimlic:
LlOCKS and Driltrnti
ALL WORK CCAIAnTEED.
MUCES REASONABLE. COLUMBIA. MO
Itogus Coin Is Also Better Made and
Counterfeiting is on the increase.
Not only is it increasing but the
spurious hills that are being circu
lated are growing to he better imita
tions, harder to identify, and they
are being sent forth almost in bales.
Last year was the biggest year ever
In that time twenty-seven new
counterfeits were circulated, while
in lit in there were twenty-two and
in 11103 seventeen. In no other
years in the history of the country
have there been counterfeit issues to
compare with these totals. What
1912 will bring forth is hard to tell.
Even a $100 counterfeit gold cer
tificate was put forth last year. It
was almost a novelty in the realms
of bogus money, for not for many
years had the attempt to manufact
ure a bill of such a large amount
been made. The work on it was clev
er, dangerous. It was printed on gen
uine paper, and it was only by com
paring the bill with others of known
merit that the mistakes could he no
ticed. There is not a piece of counterfeit
money made that cannot be deter
mined at once. There are a thous
and ways in which to tell the coun
terfeit bill. The best one is to re
member the fact that you know your
friends by their features and that
you should learn to know good mon
ey by the same method. The coun
terfeiter always makes a mistake
somewhere. He either forgets some
thing or is unable to get the right
coloring, the right paper, or the
right something which is necessary
to make it absolutely comply with
the paper that is put out by the Unit
ed States Treasury.
Watch the lathe work on your
bills and you'll be safe. By lathe
work is meant that scrolling around
the figures and in the seal that ev
ery note bears. In the good note the
longer you look at the work the fi
ner, more sensitive it appears. But
on the counterfeit note that same
lathe work is invariably botched. It
is never perfect, it is never clear.
Prom the San Francisco Chronicle.
The Kansas City Star, in yester
day's issue, prints a drawing of J. I'.
Nicholson. M. l"s. high hurdler, in
action, by A. II. Chapin. the artist
who spoke to the editors here last
week. Below the sketch this is
"Although the first tryouts of the
spring did not show anything sensa
tional for men competing under
Western colors, it cannot be denied
that there will he some husky
competitors for Olympic honors hail
ing from that section. J. Nicholson
of the I'niversity of Missouri is a
hurdler who looks fast enough to
make any foreign entrant lower his
Olympic colors. Nicholson has been
traveling over the sticks in a way
which makes his selection for the
trip abroad a certainty. Nicholson's
form is a delight to the eye. There
!s no waste of energy in his flight
over the sticks. He sacrifices mere
prettiness to efficiency and his sprint
ing is such that he is no mean con
tender in the straight short distance
r-ces. A number of the members of
the Olympic committee, who were
present when Nicholson won the 120
yard high hurdles at Franklin Field,
had their eyes opened to his ability.
Nicholson did the distance in l." 4-."
seconds and, considering the fact
that the track was about as fast as a
mud flat, it must be conceded that
the Missourian lived up to the state
mandate of "show me!" J. R. Case
of Illinois was right behind him in
this event. Only a couple of inches
separated them at the fin'sh. G. E.
Kuh of Chicago was third. Adding
Forrest Smithson of Oregon, and fig
uring that at least one good Califor
nian will show at the Olympic try
outs to be held at Leland Stanford
on May 19 and it can be seen that
George Chisholm and the other East
erners will have to travel fast to
win abroad. It can be pretty posi
tively asserted that America will en
joy a clean-up in the point column of
the Olympic hurdles, as the Yankee
array of talent is exceptional.
"The picture is a reproduction
from one of the most remarkable ac
tion photographs ever taken."
The Normal School
at Kirksville, Missouri
Initiates many new movements in education. Through its
new Farm and Household Economics Department it makes
Botany a division of farm and garden crops; zoology a concrete
study in stock breeding and domestic animals; chemistry a con
tinuous experiment in commercial products, permanent soil
fertility and food values. Biclogy becomes concrete bacteri
ology. These practical lessons reach all the way from the
yeast In the bread to the disease germ in the well water and
the food. The Farm, managed wholly by students, is to furn
ish the farm and garden products for the Domestic Science De
partment. The Institution offers special laboratory courses In dairy
ing, soil management, farm crops, farm machinery, rarm archi
tecture, bacteriology, sanitation, cooking, water analysis, etc..
etc. It has commercial courses, manual training, painting and
burning pottery, forge work, four years in art, five years In
music, and all the college and high school studies that can be
adapted to the needs of public school teachers.
The Institution places its graduates in rural schools, vil
lage and city graded schools, village and city high schools, su
pervisorships and superintendencies.
Large illustrated Bulletin free.
JOHN R. KIRK, President.
(OXSIDKIt A IIKAVKIPS GEXUS
Do You Want Work
to Do in Odd Hours ?
A Missouriaii Want Ad will Get It for You.
Three lines, three times - 25 cents.
Five lines, three timer, - - 35 cents.
One week, each line 15 cents.
Results are Certain
College Men I have a fine propo
sition for you to earn big money
during vacation. Write at once.
Bruce A. Truman. Sheldon, Iowa.
Demonstration of the "Melba" Toi
let Preparations at FreilentlnlPs this
Holly Brand Chocolates
1 First Class Six Hole Malle
able Steel Range.
1 First Class Dining Room
1 Quarter Sawed Roll Top
Desk, Four Foot.
Six Sections, Top and Base
Globe, Wernicke Book
1 Oak Hall Tree, Oval Mirror,
Phone 613. Ca 8 S. 9th St.
They Build Marvelous Dams That
Are Wonders to Men.
To anyone who has stood at the
stump of a tree, six inches in diam
eter, felled by a beaver's teeth, and
observed the exactitude with which
the heavy log lay in place across the
stream upon the brink of which it
had previously stood, the intelli
gence of this most interesting of all
amphibious quadrupeds must be
Buffon ascribed the wisdom of the
beaver to the fact that his race had
inhabited the desolate, lonely parts
of this vast primeval wilderness and
had not imitated or been hampered
by man. He believed that where
man was a stranger the gray matter
in animal craniums improved! This
theory is as curious as it is startling.
Sight of a beaver dam proves to what
a high degree-instinct can be aided
by imitation in animals without lan
guage or reasoning faculties. Great
est of all is the communistic habits
of the beaver. They assemble as by
previous agreement in June, often
to the number of a hundred families.
as many as 100 families. Having
mated in the spring, after leaving
their winter's abode (where they are
only partly dormant) they gather to
unite in the construction of their
This assemblage is always upon
the shores of a lake or the bank of a
stream. If upon a lake, wnere me
banks are of proper slope so that a
burrow tinder the water can be ex
tended to a point above the water
level, a dam is not necessary. Very
often, where a dam is required, mat
tresses" are made and sunk to the
bottom with large stones that hold
them in place.
Like excellent engineers that they
are, tlie beaver ounucrs aiwajs unc
to the base of their dams sufficient
breadth to sustain the superstructure
of twigs and plaster. When one
compares the magnitude of the work
with the physical powers of the ar
chitects, the completed construction
appears enormous; and yet its solid
ity is more astounding than its size.
The evenness with which all
branches of the fallen tree that could
RUGS FOR SALE
FOR SALE, some very pretty rag
rugs, woven by the Ladies' Aid
Society of a COUNTRY CHURCH.
Size 27 by 48; colors, brown, blue,
white with colored borders, Price
$1.00 each. Also old gold-and-black
ones at $1.25 apiece. Call upon or
phone Mrs. L.D. Ames, 208 Thilly Ave.
Washington University Medical School
Admission requirement two years of College work
including English, German, physics, chemistry and
biology. Full time Staffs in leading clinical as well
as in laboratory branches. Entrance examinations
September 24-25. Session begins September 30.
For Catalogue and information address,
Washington University Medical School,
1806 Locust Street St. Louis. Missouri.
FOR SALE BY ALL DEALERS IN COLUMBIA
Blaake-Wenneker Candy Company. St. Louis.
Cleaning, Pressing, Repairing. Phone 736
Fine Tailoring- Work called for and Delivered
Virginia Building, Upstairs, Next to Booche's
not be utilized as they lay are triin
meJ from the trunk commands -respect.
For heavy legs to be used as
uprights the beaver architects have
acumen enough to go up stream, cut
down saplings, sever them into sec
tions of the correct length whether
the dam be six or twelve feet high,
they never cut them too short
roll them into the water and float
them to the place where the construc
tion is in progress.
They are, therefore, students of
the problem of land and water trans
portation. Many a wise beaver
could give information to the Inter
state Commerce Commission, or com
pel the "recall" of judges or the in
terstate commerce court.
From the Brooklyn Eagle.
Demonstration of the "Melba" Toi
let Preparations at KredcndalPs thin
Turn Your Vacation
Yon students who are ambitous to nuke
money this summer should sell our novelty
and changeable signs, and fold and silver let
ters to every bank, merchant, and to all the
retail stores in your respective communities.
We make special nien cards for every indi
vidual business our Kold and silver letters are
indestructible: they have the same appearance
as the ones put up by painters at ten times their
cut They are easy to sell because they meet a
If $5.00 a day interests you. write now for
fall particulars explaining our special students'
CLIMAX NOVELTY CO.
810 Cay Baildiac. St. Loots, Mo.
IIS. 9th St. Phone 212 Red
,- 3aa3. J. ..,-. -. - j1- J
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